Senior CRM & Customer Service Executive

Job Overview

We are looking for a proactive and results-driven Senior CRM & Customer Service Executive to strengthen customer retention, improve repeat purchases, and build long-term customer loyalty.

This role requires someone who understands customer behaviour, is comfortable working with data, and can turn CRM insights into practical actions across different customer touchpoints, including Live Commerce, Website, Customer Service, and loyalty programmes.

You will also support and improve our existing Customer Service team, review current processes, and identify opportunities to enhance the overall customer experience.

Key Responsibilities

1. CRM, Retention & Customer Loyalty

• Plan and execute CRM initiatives for both new and existing customers.
• Analyse customer behaviour to identify retention opportunities, churn risks, and repeat purchase patterns.
• Segment customers based on purchase behaviour, engagement, value, and customer lifecycle.
• Develop different strategies for new, repeat, inactive, at-risk, loyal, and VIP customers.
• Plan loyalty campaigns, repurchase reminders, reactivation activities, personalised offers, rewards, and VIP engagement programmes.
• Improve customer journeys to encourage first-time buyers to become repeat and loyal customers.
• Work closely with Live Sales, Marketing, and E-commerce teams to develop CRM initiatives across different customer touchpoints.

2. CRM Data & Performance

• Track key CRM metrics such as retention rate, churn rate, repeat purchase rate, reactivation rate, customer engagement, campaign conversion, and CRM-driven revenue.
• Manage and maintain customer databases to ensure information is properly organised, segmented, and utilised.
• Analyse customers acquired through different sales channels, including Live Commerce, and identify opportunities to improve long-term retention.
• Turn customer data and campaign results into practical recommendations and improvement actions.
• Continuously test and optimise CRM initiatives based on performance.

3. Customer Service Operations

• Guide and support the existing Customer Service team in daily operations.
• Review current workflows and identify areas for improvement.
• Improve the handling of customer enquiries, complaints, order issues, delivery matters, and after-sales cases.
• Establish clearer response standards, follow-up procedures, and escalation processes.
• Identify recurring customer issues and recommend practical solutions.
• Work closely with Warehouse, E-commerce, Live Sales, Marketing, and other departments when necessary.

4. Website & Customer Conversion

• Manage and update website content, product listings, promotions, and customer-facing information.
• Improve product titles, descriptions, images, and presentation to support better customer understanding and conversion.
• Create basic product visuals and campaign materials using Canva, PowerPoint, or similar tools.
• Ensure consistent product information across website, Customer Service, Live Commerce, and CRM communication channels.

What We Are Looking For

• Diploma or Degree in Marketing, Business Administration, E-commerce, Communications, or a related field.
• At least 3 years of relevant experience in CRM, Customer Retention, Loyalty, Customer Experience, E-commerce, or a related role.
• Good understanding of customer segmentation, retention, churn, repeat purchase, customer lifecycle, loyalty, and VIP customer management.
• Able to analyse customer data and translate insights into practical CRM actions.
• Experience planning loyalty programmes, VIP activities, customer rewards, reactivation campaigns, or retention initiatives will be an advantage.
• Experience guiding or supporting a Customer Service team.
• Comfortable using AI tools for research, analysis, content creation, and workflow improvement.
• Basic design skills using Canva, PowerPoint, or similar tools.
• Experience managing website content, e-commerce product listings, or Live Commerce will be an advantage.

The Person We Are Looking For

You are someone who is curious about why customers buy, why they stop buying, and what makes them return.

You should be able to analyse, plan, execute, measure, and improve rather than wait for step-by-step instructions.